Challenge
Vans needed to launch a campaign for their BMX Classics that honored the sport's deep-rooted heritage while looking toward its future. The goal was to stay authentic to the "Vans BMX" legacy by centering the narrative on the "passing of the torch" between veteran icons and the next generation of talent. We needed to capture the raw, community-driven spirit of BMX through a visual system that resonated with both lifelong riders and new fans.

Approach
As the Art Director and Lead Digital Designer, I developed the digital-first assets and visual storytelling for the campaign, which featured team riders Perris Benegas and Kevin Peraza. My focus was on creating a cohesive digital experience that celebrated the mentorship between established riders and the youth. I oversaw the design for all social media campaigns, email marketing, and e-commerce content, ensuring the aesthetic felt gritty and true to the streets while remaining strategically aligned with Vans' brand standards. I collaborated closely with content creators and marketing specialists to deliver high-quality assets that highlighted the durability and timeless style of the BMX Classic lineup.

Outcome
The campaign successfully reinforced Vans' position as a leader in the BMX space by authentically connecting different generations of the community. The digital assets drove high engagement across social channels and e-commerce platforms, contributing to net positive revenue growth for the category. By focusing on mentorship and heritage, we strengthened brand loyalty and successfully introduced the BMX Classics to a younger, style-conscious audience.

Role // Art Director & Lead Digital Designer
Creative Director // Shawn Knight